Article
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WARC Best Practice, March 2019
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Article
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Rachael Smith, WARC Best Practice, December 2018
Outlines the six ways to effectively blend brand purpose and data ethics.
Opinion
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Cathy Taylor, January 2020
As environmental sustainability becomes more of a consumer concern, brands are taking major steps to build sustainable practices into their organizations – from recycling to packaging, Catharine P.
News
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16 January 2020
Brand purpose can be a driver of growth, a key to unlocking new partnerships and a way of signalling modernity, according to a new WARC report edited by Burger King Global CMO Fernando Machado.
Article
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WARC Exclusive, January 2020
Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2019 WARC Awards.
News
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15 January 2020
The environmental efforts of companies are often seen as little more than greenwash, but the announcement by BlackRock that its future investment decisions will be focused on environmental sustainability potentially opens up opportunities for ...
Article
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Sam Peña-Taylor, WARC Exclusive, January 2020
Provides both a topline and a more detailed breakdown of the Accenture-owned design agency’s trend predictions for the year ahead.
Article
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Geoffrey Precourt and Stephen Whiteside, Event Reports, CES, January 2020
Procter & Gamble, the consumer packaged goods manufacturer, is transforming its marketing operations to ensure its messaging remains impactful and relevant to consumers.
Article
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Sarah Dear, WARC Exclusive, January 2020
Brands should follow five clear steps to ensure their visual brand identity translates across multiple channels.
Research Paper
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Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and I-Ting Tsai, Journal of Advertising Research, Digital First, December 2019, pp. 1-20
The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type.
Opinion
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Stefan Burford, December 2019
Stefan Burford, Global Chief Strategy Officer at Initiative, outlines five methods by which marketers can build brand relevance in culture.
Article
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Sandip Bansal, WARC Exclusive, December 2019
Looks at how marketers need to take a more strategic, sustained and an inclusive approach to convert rural consumers to brand fans in India.
Article
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Euromonitor Strategy Briefings, December 2019
Discusses the trends and influencers for PET bottles in the global retail consumer goods marketplace.
News
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05 December 2019
More brands will be taking a stand on social issues in 2020 in response to consumer expectations, according to a new trend report by Kantar. Nike for example, is continuing to take a stand for women in Asia by picking high jump record holder ...
News
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03 December 2019
People are increasingly concerned about the environment, with a majority of UK consumers claiming to reject brands whose environmental reputation falls short of their expectations.
Article
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Asad Dhunna, Admap, December 2019
Pride is attracting a wave of interest from brands looking to connect with the LGBT+ community.
Article
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Low Lai Chow, Event Reports, Spikes Asia, September 2019
FCB Greater China’s Steve Xue and Weltmeister Automobile’s Michael Shi talk about the roadblocks and lessons learnt in the brand’s growth journey at Spikes Asia.
Article
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Low Lai Chow, Event Reports, FUTR Asia Summit, October 2019
Unilever and Domino’s Pizza share some lessons in adapting a global playbook to local rules in a market like Indonesia, during the FUTR Asia Summit in Singapore.
Case Study
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MRS Awards, Finalist, MRS Award for International Research, 2019
Dove, a personal care brand owned by Unilever, launched Project #ShowUs in the UK, a free-to-access database of over 5000 images, offering an inclusive vision of beauty to media and advertisers which was informed by collected data.
Article
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David Tiltman, WARC Webinars, November 2019
David Tiltman, VP of content at WARC, looks at what senior marketers are most excited about and worried by in the year ahead.
News
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26 November 2019
The Clorox Company, the consumer goods manufacturer, is tapping the power of brand purpose as it seeks to connect with consumers in Latin America.
Opinion
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Gabey Goh, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
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WARC Trends, November 2019
WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.
Opinion
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Gabey Goh, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
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WARC Trends, November 2019
WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
